Posted on - 6 Comments on Enough of this serious, practical information about pitching — what about the frivolous stuff?

Enough of this serious, practical information about pitching — what about the frivolous stuff?

As we head into the final days of prep before the Conference That Shall Not Be Named (which happens to be my local one), I’m feeling pretty good about our collective level of pitch preparedness, aren’t you? We’ve covered acres of ground over the last few weeks: we’ve gone over how to narrow down your book’s category (June 26-27), figured out who your target market is (June 27-28), brainstormed selling points for your book (June 29-July 1) and a platform for you (June 19, July 1, July 6), and constructed a snappy keynote statement (July 1-2). We’ve practiced introducing ourselves and our work with the magic first 100 words (July 2), learned to keep it pithy with the elevator speech (July 3-6), and to be ready for the happy accidents chance may provide with a hallway pitch (July 7-8).

Finally, we’ve spiced up your pitch with great details (July 9, 11), and pulled it all together into an attention-grabbing formal 2-minute pitch (July 10, 12, 13, 14). Not only that, but we’ve talked about forming realistic expectations (June 20-21; July 12-13), dealing with some of the bogeymen that frighten pitchers (June 20, 21, 24; July 6 and 9), including what to do if a pitch session goes hideously awry (June 24);

Since we’ve all been so very good for so very long, I have a fun-but-practical topic for today: what materials should you bring with you to a conference — and, more importantly, to your agent and editor meetings?

Other than good, strong nerves, an iron stomach, and faith that your book is the best literary achievement since MADAME BOVARY, of course.

At minimum, you’re going to want a trusty, comfortable pen and notebook with a backing hard enough to write upon, to take good notes. You’ll also want to bring all of the paperwork the conference organizers sent you, including a copy of your conference registration, information about your agent and/or editor appointments, and tickets to any dinners, luncheons, etc. for which you may have paid extra (as, alas, one almost invariably does now at literary conferences).

Do NOT assume that the conference organizers will have this information on hand — remember, most writers’ conferences are organized by hard-working volunteers; details occasionally fall through the cracks –or even access to their computers to double-check. Few literary conferences are held in the offices or homes of the organizers, after all, and while being able to get into the dinner where you paid $60 to hear the keynote speaker may be vitally important to you, the volunteers on site will probably neither have the time nor the inclination to run home to double-check a misprinted list of attendees.

All of which is to say: if you registered electronically, make sure to bring a hard copy of the confirmation. And if everything goes perfectly when you check in, please remember to thank the volunteer who helped you.

As my grandmother used to say: manners cost nothing.

While you’re printing things out, go ahead and produce a hard-copy confirmation of your hotel reservation as well, if you’re not attending a conference that permits you to sleep in your own bed at night. I hate to be the one to break it to you, but it is not at all unheard-of for a hotel hosting a conference to over-book.

Also, it’s a good idea to bring a shoulder bag sturdy enough to hold all of the handouts you will accumulate and books you will buy at the conference. This is not an occasion for a flimsy purse.

Don’t underestimate how many books you may acquire. It’s rare that a literary conference doesn’t have a room devoted to convincing you to buy the collected works of conference speakers, local writers, and the folks who organized the conference. (At the Conference That Shall Not Be Named, for instance, only organization members’ and conference presenters’ work are typically featured.)

Don’t expect any discounts — because the conference typically gets a cut of sales, offering a members’ discount seldom seems to occur to organizers — but it’s usually child’s play to get ’em signed. Even if the author is not hovering hopefully behind a pile of his literary output, if he’s at the conference at all, he’s going to be more than happy to autograph it. Don’t be shy about walking up to ‘em in hallways and after speeches to ask; this is basic care and feeding of one’s readership.

Do be aware, though, that when major bookstore chains organize these rooms (and at large conferences, it’s often a chain like Barnes & Noble), they often take an additional payment off the top, so a self-published author may well make less per book in such a venue.

This is not to say that you should hesitate to purchase a book from the writer with whom you’ve been chatting in the book room for the last half an hour. You should. However, if the book is self-published, you might want to ask the author if s/he would prefer for you to buy it elsewhere.

Speaking of requests folks in the industry are thrilled to get, if you are struck by a particular agent or editor, you can hardly ask a more flattering question than, “So, are there any books for sale here that you worked upon? I’d like to read a couple, to get a sense of your taste/style/why on earth anyone would want to spend years on end editing books about horses and flamingos.”

By the way, at a conference that offers an agents’ or editors’ panel (and most do), do not even CONSIDER missing it. Attendees are expected to listen to what the agents and editors are seeking at the moment and — brace yourself for this — it does not always match what was said in the conference guide blurb.

There was a reason that I used to post the recent sales of agents and editors scheduled to attend the Conference That Shall Not Be Named: tastes change. So does the market. But blurbs tend to get reused from year to year.

No comment — except to say that you will be a much, much happier camper if you keep an ear cocked during the agents’ and editors’ fora to double-check that the agent to whom you were planning to pitch a vampire romance isn’t going around saying, “Heavens, if I see ONE more vampire romance…”

In addition to noting all such preferences in my notebook, I always like to carry a few sheets of blank printer paper in my bag, so I can draw a diagram of the agents’ forum, and another of the editors’, to keep track of who was sitting where and note a few physical characteristics, along with their expressed preferences in books.

Why do I do this? Well, these fora are typically scheduled at the very beginning of the first full day of the conference — a very, very long day.

By the time people are wandering into their appointments at the end of the second day, dehydrated from convention hall air and overwhelmed with masses of professional information, I’ve found that they’re often too tired to recall WHICH editor had struck them the day before as someone with whom to try to finagle a last-minute appointment.

Being able to whip out the diagrams has jogged many a memory, including mine. It’s also a great help a month or two after the conference, to help you remember which of the dozen agents who spoke struck you as worthwhile to query instead of pitching, and which left you with the impression that they eat books, if not aspiring writers, for breakfast.

On my diagrams, the latter tend to be depicted with horns, pitchfork, and tail. But that’s just me.

I always, always, ALWAYS advise writers to bring bottled water to conferences — even to ones where the organizers tend to be very good about keeping water available. A screw-top bottle in your bag can save both spillage and inconvenience for your neighbors.

Why? Well, when you’re wedged into the middle of a row of eager note-takers in a classroom, it’s not always the easiest thing in the world to make your way to the table with the pitcher on it, nor to step over people’s legs with a full glass in your hand.

If I seem to be harping on the dehydration theme, there’s a good reason: every indoor conference I have ever attended has dried out my contact lenses, and personally, I prefer to meet people when my lenses are not opaque with grime.

I’m wacky that way. If your eyes dry out easily, consider wearing your glasses instead.

Even if you have perfect vision, there’s a good reason to keep on sippin’. If you are even VAGUELY prone to nerves — and who isn’t, while preparing to pitch? — being dehydrated can add substantially to your sense of being slightly off-kilter. You want to be at your best. Lip balm can be helpful in this respect, too.

Both conferences and hotels, like airports, see a lot of foot traffic, so the week leading up to the conference is NOT the time to skip the vitamins. I go one step further: at the conference, I dump packets of Emergen-C into my water bottle, to keep my immune system strong.

If this seems like frou-frou advice, buttonhole me at a conference sometime, and I’ll regale you with stories about nervous pitchers who have passed out in front of agents. Remember, if you find yourself stressed out:

-Take deep breaths.

-Don’t lock your knees when you’re standing.

-If you need to sit down, say so right away, no matter who happens to be standing in front of you.

-Don’t drink too much coffee, tea, or alcohol.

-If you’re feeling nervous or scared, talk about it with some nice person you met in the hallway, rather than keeping it bottled inside.

Trust me, this is a time to be VERY good to yourself. A conference should not be an endurance test. If I had my way, the hallways at any pitching conference would be lined with massage chairs, to reduce people’s stress levels.

While I’m sounding like your mother, I shall add: don’t try to pitch on an empty stomach.

I’m VERY serious about this — no matter how nervous you are, try to eat something an hour or so before your pitch appointment. When I ran the Pitch Practicing Palace (a safe space for those new to the game to run their pitches by agented writers BEFORE trying them out on an agent or editor, to weed out potential problems), I used to keep a bowl of candy on hand, because so few pitchers had remembered to feed themselves.

Trust me, even if your stomach is flipping around like the Flying Wallendas on speed, you’ll feel better if you eat something. If you are anticipating doing a lot of hallway pitching, or dislike the type of rubber chicken and reheated pasta that tends to turn up on conference buffets, you might want to conceal a few munchies in your bag, to keep yourself fueled up.

It’s also not a bad idea to bring along some mints, just in case you start to feel queasy. As a fringe benefit, the generous person with the tin of Altoids tends to be rather popular in the waiting area near the pitching appointments.

Since you will most likely be sitting on folding chairs for many, many hours over the course of the conference, you might want to bring a small pillow. I once attended a conference where instead of tote bags, the organizers distributed portable seat cushions emblazoned with the writers’ organization’s logo.

You should have heard the public rejoicing.

In the spirit of serious frivolity, I’m going to make another suggestion: carry something silly in your bag, a good-luck charm or something that will make you smile when your hand brushes against it. It can work wonders when you’re stressed, to have a concealed secret.

Honest, this works. I used to advise my university students to wear their strangest underwear on final exam day, for that reason — it allowed them to know something that no one else in the room knew.

(It also resulted in several years’ worth of students walking up to me when they turned in their bluebooks and telling me precisely what they were wearing under those athletic department sweats — and, on one memorable occasion, showing me à la Monica Lewinsky. Allegedly. So I say from experience: resist the urge to share; it’s disconcerting to onlookers.)

If you suspect you would be uncomfortable wearing your 20-year-old Underroos or leather garter belt (sorry; you’re going to have to find your own link to that) under your conference attire, a teddy bear in your bag can serve much the same purpose. Anything will do, as long as it is special to you.

So far, my advice has been concerned with your comfort and welfare. From here on out, the rest of today’s tips will be all about networking.

That’s right, I said networking. Conferences are about CONFERRING, people.

Because you will, we hope, be meeting some God-awfully interesting at your next writers’ conference, you will want to bring some easily transferable pieces of paper with your contact information printed on it: a business card, for instance, or comparably sized sheets from your home printer.

I mention this now, so you may prepare in advance. Having to scrabble around in your tote bag for a stray scrap of paper upon which to inscribe your vitals every time you meet someone nice gets old FAST.

Besides, if you file a Schedule C to claim your writing as a business, the cost of having the cards made is usually tax-deductible — and no, in the US, you don’t necessarily have to make money as a writer in every year you file a Schedule C for it. Talk to a tax advisor experienced in working with artists. Heck, all of those books you buy might just be deductible as market research.

Seriously, it is VERY worth your while to have some inexpensive business cards made, or to print some up at home, for two excellent reasons. First, it’s always a good idea to be able to hand your contact info to an agent or editor who expresses interest in your work. They don’t often ask for it, but if they do — in a situation, say, where an editor from a major press who is not allowed to pick up an unagented book REALLY wants to hook you up with an agent — it’s best to be prepared.

Second, unless you make a point of sitting by yourself in a corner for the entire conference, you are probably going to meet other writers that you like — maybe even some with whom you would like to exchange chapters, start a writers’ group, or just keep in contact to remind yourself that we’re all in this together.

The easier you make it for them to contact you, the more likely they are to remain in contact. It’s just that simple.

I would urge you to avoid the extremely common mistake of walking into ANY writers’ gathering thinking that the only people it is important for you to meet are the bigwigs: the agents, the editors, the keynote speakers. It requires less energy to keep to yourself, true, but it is a tad elitist, not to say short-sighted: in the long run, casting a wider acquaintance net will pay off better for you.

For one very, very simple reason: the more writer friends you have, the easier it is to learn from experience.

Why make your own mistakes, when you can learn from your friends’, and they from yours? What better source for finding out which agents are really nice to writers, and which are not? And who do you think is going to come to your book signings five years from now, if not that nice writer with whom you chatted about science fiction at lunch?

Obviously, if you can swing a one-on-one with the keynote speaker, go for it — I once spent several hours stranded in a small airport with Ann Rule, and she is an absolutely delightful conversationalist. Especially if you happen to have an abnormally great interest in blood spatter patterns. But I digress.

But try not to let star-watching distract you from interacting with the less well-known writers teaching the classes — who are there to help YOU, after all — or the writer sitting next to you in class. I have met some of the best writers I know by the simple dint of turning to the person rummaging through the packaged teas on the coffee table and saying, “So, what do you write?”

Don’t tell me that you’re too shy to handle this situation — I happen to know that you have a secret weapon. Remember those magic first hundred words? This is the time to use ’em.

Believe me, it’s worth doing. Someday, some of your fellow conference attendees are going to be bigwigs themselves — realistically, can you rule out the possibility that the person sitting next to you in the session on writer’s block ISN’T the next Stephen King? — and don’t you want to be able to say that you knew them when?

And even if this were not true (but it is), writing is an isolating business — for every hour that even the most commercially successful writer spends interacting with others in the business, she spends hundreds alone, typing away. The more friends you can make who will understand your emotional ups and downs as you work through scenes in a novel, or query agents, or gnaw your fingernails down to the knuckle, waiting for an editor to decide whether to buy your book, the better, I say.

No, but seriously, folks, even the most charmed writer, the one with both the best writing AND the best pure, dumb luck, has days of depression. Not all of us are lucky enough to live and work with people who appreciate the necessity of revising a sentence for the sixth time. Writers’ conferences are the ideal places to find friends to support you, the ones you call when your nearest and dearest think you are insane for sinking your heart and soul into a book that may not see print for a decade.

So stuff some business cards into your conference bag along with a folder containing several copies of your synopsis AND five copies of the first five pages of your book, as a writing sample.

Why five pages, specifically? Well, not all agents do this, but many, when they are seriously taken with a pitch, will ask to see a few pages on the spot, to see if the writing is good enough to justify the serious time commitment of reading the whole book.

Having these pages ready to whip out at a moment’s notice will make you look substantially more professional than if you blush and murmur something about printing it out, or simply hand the agent your entire manuscript.

Don’t, however, bother to bring your entire manuscript with you to the conference, UNLESS you are a finalist in one of the major categories. You will never, ever, EVER miss an opportunity by offering to mail or e-mail it instead.

In fact, agents almost universally prefer it. This is often true, bizarrely, even if they insist that they want to read it on the airplane home.

Why the exception for the contest finalists? Well, agents tend to be pretty competitive people. The primary reason that an agent would ask for the whole thing right away, in my experience, is if he is afraid that another agent at the conference will sign you before he’s had a chance to read it — and the writers who tend to be the objects of such heart-rending scenes of jealousy are almost invariably those sporting blue ribbons.

So while I have known agents to read a chapter or two of the winners’ work in their hotel rooms, the chances of its happening in the normal run of a pitch day are roughly the same as finding the complete skeleton of a dinosaur in your back yard.

It could happen — but it doesn’t really make sense to plan your life around a possibility that remote.

Otherwise, don’t hurt your back lugging the manuscript box around; the sample will do just as well. And no, don’t bother to bring an electronic copy of your book — it’s actually considered rather rude to hand out CD-ROMs willy-nilly.

Why? Well, because not everyone is as polite as my lovely readers. It’s not at all uncommon for a total stranger to come charging up to an agent, editor, or someone like yours truly at a conference, shove a soft copy into our astonished hands, and disappear, calling back over her retreating shoulder, “My contact information’s on there, so you can let me know what you think of it.”

Without exception, electronic media presented in this manner ends up in the trash, unread.

Why? Well, apart from the general impoliteness involved in insisting that just because someone is in the industry, s/he has an obligation to read every stranger’s work, there’s also the very real risk that a stranger’s disk is going to be infected with a computer virus; it would be rather imprudent even to try to check out its contents.

Even if the recipient happened to have a really, really good firewall, this method also conveys a tacit expectation that the recipient is going to go to the trouble and expense of printing the book out — or risk considerable eyestrain by reading an entire book onscreen. Not very likely.

These days, if an agent or editor wants an electronic copy of your book, s/he will ask you to e-mail it. Trust me on this one.

Regardless, your 5-page sample should be in hard copy. If you feel that an excerpt from the end of the book showcases your work better, use that, but if you can at all manage it, choose the first five pages of the book as your sample — it just exudes more confidence in your writing, as these are the first pages a screener would see in a submission.

From the writer’s POV, the sole purpose of the writing sample is to get the agent to ask you to send the rest of the book, so although I hammer on this point about twice a month here, I’m going to say it again: as with everything else you submit to any industry pro, make sure that these pages are impeccably written, totally free of errors, and in standard format.

Seriously, this is not a moment when you want your pages to cry out, “The author’s unfamiliar with the standards of the industry!”

If the fact that there IS a standard format for manuscripts — and that it does NOT resemble the formatting of published books — is news to you, rush into the archives at right immediately, and take a gander at the STANDARD FORMAT BASICS and STANDARD FORMAT ILLUSTRATED categories at right. Or you could simply hold off on showing anything to anyone in the industry for a couple of weeks, until I’ve gone over these topics again.

Stop groaning, long-time readers; we all could use a refresher from time to time. As long as I am writing this blog, no reader of mind is going to have his or her work rejected simply because s/he didn’t know what the rules of submission were.

For the rest of this week, I shall be wrapping up the last loose ends of conference lore and etiquette, before moving on to how to put together a submission packet (you didn’t think I’d let you jump into THAT alligator pit all by yourself, did you?), how to apply the skills you’ve learned in this pitching series to query letters (ditto) — then finally, restfully, coming back to what we all love best, issues of craft, just about the time that the publishing industry will be heading off on its yearly collective vacation.

Never a dull moment here at Author! Author! Keep practicing those pitches, avoid dehydration like the plague, and keep up the good work!

Posted on - No Comments on Building block of the pitch #4: hitting the keynote, Hollywood-style, or, Godzilla meets Anne Frank on election day in Paris

Building block of the pitch #4: hitting the keynote, Hollywood-style, or, Godzilla meets Anne Frank on election day in Paris

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Welcome back to my ongoing series on the basic building blocks of marketing a book. While my primary focus here is on helping you create a pitch, going through each of the steps I outline here will undoubtedly make you a better querier, too, if not a better human being.

Okay, so that last claim may have been a trifle over the top, but I’m in a festive mood today: shout hallelujah, citizens, for we are finally ready to tackle reducing your book to a single quip of bon mot-iness that would make Oscar Wilde blush furiously, if discreetly, with envy. Today, I am going to talk about coming up with your book’s KEYNOTE, also known colloquially as a BOOK CONCEPT.

(Did you know that when Wilde gave public readings, he NEVER read the published versions of his own work? Ditto with Mark Twain, another writer known to wow ‘em with great readings, and I’m quite sure I’ve never heard David Sedaris read the same story the same way twice. Sedaris seems — wisely — to use audience feedback to judge what jokes do and do not work, but Wilde and Twain apparently deliberately added extra laugh lines, so that even audience members very familiar with their published writing would be surprised and delighted. Interesting, no?)

What is a keynote, you ask? It is the initial, wow-me-now concept statement that introduces your book to someone with the attention span of an unusually preoccupied three-year-old.

Why assume you’ve got that little time? Because if you can impress someone that distrait, my friends, you can certainly catch the ear of a perpetually rushed agent — or the eye of Millicent the exhausted screener.

Before you pooh-pooh the idea of WANTING to discuss your marvelously complex book with someone whose attention span precludes sitting through even an average-length TV commercial, let me remind you: sometimes, you have only a minute or so to make a pitch. After a very popular class, for instance, or when your dream agent happens to be trying to attract the bartender’s attention at the same time as you are.

I ask you: since any reasonably polite hello will take up at least half a minute, wouldn’t you like to be READY to take advantage of the remaining 30 seconds, if the opportunity presents itself?

I know: it’s not very glamorous to approach the agent of your dreams in the parking lot below the conference center, but the market-savvy writer takes advantage of chance meetings to pitch, where politeness doesn’t preclude it. (Remember, it’s considered extremely gauche to pitch in the bathroom line, but at most conferences, pretty much any other line is fair game.) You’re not going to want to shout your keynote at her the instant you spot an agent, of course, but a keynote is a great third sentence after, “I enjoyed your talk earlier. Do you have a moment for me to run my book concept by you?”

Here’s a thought that might make you feel a whole lot better about doing this: if you have a keynote prepared, you honestly ARE going to take up only a few seconds of her time. (Hey, you didn’t think I was just going to urge you to buttonhole agents in conference hallways without showing you how to do it politely, did you?)

Brevity is the soul of the keynote. Its goal is to pique your listener’s interest as quickly as possible, so s/he will ask to hear more — not to sell the book.

How do you accomplish this? By providing a MEMORABLY INTRIGUING PREMISE in a swift single sentence.

Think of it as the amuse-bouche of the publishing world: just a bite, designed to intrigue the hearer into begging to hear the pitch. In your keynote, your job is to fascinate, not to explain — and certainly not to summarize.

Let me repeat part of that, because it’s crucial: the goal of the keynote is NOT to summarize the plot of the book; merely to make its PREMISE sound exciting enough to make a hearer want to know more. Again, to make it absolutely clear: I am not suggesting that you routinely utilize only a single sentence to promote your book in person or in print — the keynote is designed to help open doors, not to serve as a substitute for the pitch.

Why am I hammering on this point so hard? Because at literally every conference I attend, I see aspiring writers knocking themselves out, trying to come up with a single sentence that summarizes everything good about a book, but that’s really not the point here.

The keynote is NOT a substitute for a full-blown pitch; it is a conversational appetizer to whet the appetite of the hearer so he ASKS to hear the pitch. In that moment, you’re there to tease, not to satisfy.

And did I mention that it should be both memorable and brief?

There are two schools of thought on how best to construct a keynote statement. The better-known is the Hollywood Hook, a single sentence utilizing pop culture symbolism to introduce the basic premise of the book, as in: “It’s SPIDERMAN meets DRIVING MISS DAISY!”

(Note: the Hollywood Hook should not be confused with a hook, the opening paragraph or line of a book or short story that grabs the reader and sucks him into the premise. Unfortunately, conference-going writers get these two terms confused all the time, leading to sometimes-tragic communication lapses.)

It’s no accident that the example above ends in an exclamation point: you WANT your HH to be just a bit jarring; a spark of the unexpected will make your book concept sound fresh. Logical contradiction provides the shock of a Hollywood Hook, the combination of two icons that one would not generally expect to be found together.

For instance, a Hollywood Hook for:

…a book that teaches children the essentials of the Electoral College system might be, “Bill Clinton teaches Kermit the Frog how to vote!”

…a book on alternative medicine for seniors might be expressed as, “Deepak Chopra takes on the Golden Girls as patients!”

…a novel about sexual harassment in a tap-dancing school could conceivably be pitched as “Anita Hill meets Fred Astaire!”

See all those exclamation points? There’s a certain breathlessness about the Hollywood Hook, a blithe disregard for propriety of example. There’s a reason for this: in order to be effective as an enticement to hear more, the icons cited should not go together automatically in the mind.

Otherwise, where’s the surprise? The whole point of the exercise is to intrigue the listener, to make him ask to hear more. If someone pitched a book to you as “A private investigator chases a murderer!” wouldn’t you yawn? If, on the other hand, if someone told you her book was “Mickey Mouse goes on a killing spree!” wouldn’t you ask at least one follow-up question?

Again, the point here is not to produce a super-accurate description, but a memorable sound bite.

All that being said, I should mention that I’m not a big fan of the Hollywood Hook method of keynoting. Yes, it can be attention-grabbing, but personally, I would rather use those few seconds talking about MY book, not pop culture.

And that’s not just about ego, honest. Not every storyline is compressible into iconic shorthand, whatever those screenwriting teachers who go around telling everyone who will listen that the only good plotline is a heroic journey.

Use the Force, Luke!

The other school of thought on constructing a keynote statement — and my preferred method — is the rhetorical teaser. The rhetorical teaser presents a thought-provoking question (ideally, posed in the second person, to engage the listener in the premise) that the book will presumably answer.

For example, a friend of mine was prepping to pitch a narrative cookbook aimed at celiacs, people who cannot digest gluten. Now, there are a whole lot of celiacs out there, but (as we should all know after our recent discussion on the helpfulness of statistics) she could not legitimately assume that any agent or editor to whom she pitched the book would either be unable to eat wheat or know someone who couldn’t. (Remember that great rule of thumb from last week: you can’t assume that an agent or editor has ANY knowledge about your topic.)

So she employed a rhetorical tease to grab interest: “What would you do if you suddenly found out you could NEVER eat pizza again?”

Thought-provoking, isn’t it? It may not have been a strictly honest way to present a book proposal that, if memory serves, included a recipe for gluten-free pizza dough, but it does present the problem the book solves vividly to the hearer.

Rhetorical teasers are more versatile than Hollywood Hooks, as they can convey a broader array of moods. They can range from the ultra-serious (“What if you were two weeks away from finishing your master’s degree — and your university said it would throw you out if you wouldn’t testify against your innocent best friend?”) to the super-frivolous (“Have you ever looked into your closet before a big date and wanted to shred everything in there because nothing matched your great new shoes?”).

Remember, you don’t want to give an overview of the plot here — you want to intrigue.

Again, the keynote is NOT a summary of your book; it’s a teaser intended to attract an agent or editor into ASKING to hear your pitch. So you will want to make it — say it with me now — both BRIEF and MEMORABLE.

By now, the mere sight of those two words within the same line is making you squirm a bit, isn’t it? “I understand WHY that might be a good idea,” I hear some of you grumble, “but I’m a writer of BOOKS, not one-liners. How does a novelist accustomed to page-long descriptions pull off being simultaneously brief and memorable?

That’s a great question, disgruntled murmurers, and it deserves a direct answer: don’t be afraid to use strong imagery, particularly strong sensual imagery that will stick in the hearer’s mind for hours to come.

If you’re ever going to use adjectives, this is the time. “What would you do if you suddenly found yourself knee-deep in moss everywhere you went?” is not as strong a keynote as “The earth will be covered thirty feet deep in musty grey lichen in three days — and no one believes the only scientist who can stop it.”

Notice how effective it was to bring in the element of conflict? Your keynote should make your book sound dramatically exciting — even if it isn’t. You shouldn’t lie, obviously, but this is the time to emphasize lack of harmony.

I’m quite serious about this. If I were pitching a book set in a convent where nuns spent their days in silent contemplation of the perfections of the universe, I would make the keynote sound conflict-ridden.

How? Well, off the top of my head: “What would you do if you’d taken a vow of silence — but the person you worked with every day had a habit that drove you mad?”

Okay, perhaps habit was a bit much. But you get my drift: in a keynote, as in a pitch, being boring is the original sin.

Thou shalt not do that on my watch.

I would advise emphasizing conflict, incidentally, even if the intent of the book were to soothe. A how-to book on relaxation techniques could accurately be keynoted as, “Wrap your troubles in lavender; this book will teach you how to sleep better,” but that’s hardly a grabber, is it? Isn’t “What would you do if you hadn’t slept in four nights?” is actually a better keynote.

Why? Experienced book-promoters, chant it with me now: because the latter encourages the hearer to want to hear more. And that, by definition, is a more successful come-on.

You WERE aware that both pitching and querying were species of seduction, right?

Or, if you prefer, species of storytelling. As Madame de Staël so memorably wrote a couple of centuries ago, “One of the miracles of talent is the ability to tear your listeners or readers out of their own egoism.”

That’s about as poetic a definition of marketing artistic work that you’re going to find. Use the keynote to alert ‘em to the possibility that you’re going to tell them a story they’ve never heard before.

Another effective method for a keynote is to cite a problem — and immediately suggest that your book may offer a plausible solution. This works especially well for NF books on depressing subjects.

A keynote that just emphasizes the negative, as in, “Human activity is poisoning the oceans,” is, unfortunately, more likely to elicit a shudder from an agent or editor than, “Jacques Cousteau said the oceans will die in our lifetimes — and here’s what you can do about it.”

Fact of living in these post-Enlightenment days, I’m afraid: we like problems to have solutions.

I can tell you from recent personal experience that the problem/solution keynote can be very effective with dark subject matter: there were two — count ‘em, TWO — dead babies in the sample chapter of the book proposal I sold last year, and scores of preventably dying adults. It’s a fascinating story (I can say that, because I’m writing about someone else), but let me tell you, I really had to sell that to my agents, even though they already had a high opinion of my writing.

If I’d just told them, “There are scores of people dying because of a plant that produces something that’s in every American household,” we all would have collapsed into a festival of sobs, but by casting it as, “There are scores of people dying because of a plant that produces something that’s in every American household — and this is the story of a woman who has been fighting to change that,” the book sounds like a beacon of hope.

Or it would have been, if I hadn’t caught mono and pneumonia simultaneously, forcing me to cancel the book contract.

My point is, if I had stubbornly insisted upon trying to pique everyone’s interest with only the sad part of the story, I doubt the proposal would have gotten out of the starting gate. My agents, you see, harbor an absurd prejudice for my writing books that they believe they can sell.

They were right to be concerned, you know. Heads up for those of you who deal with weighty realities in your work: even if a book is politically or socially important, heavy subject matter tends to be harder to sell, regardless of whether you are pitching it verbally or querying it.

Particularly if the downer subject matter hasn’t gotten much press attention. This is true whether the book is fiction or nonfiction, interestingly enough.

Why? Well, think about it: an agent or editor who picks up a book is committing to live with it on a fairly intensive basis for at least a year, often more. Even with the best intentions and working with the best writing, that can get pretty depressing.

So it’s a very good idea to accentuate the positive, even in the first few words you say to the pros about your book. And avoid clichés like the proverbial plague, unless you put a clever and ABSOLUTELY original spin on them.

Actually, steering clear of the hackneyed is a good rule of thumb for every stage of book marketing: you’re trying to convince an agent or editor that your book is UNIQUE, after all. Reproducing clichés without adding to them artistically just shows that you’re a good listener, not a good creator.

If you can provoke a laugh or a gasp with your keynote, all the better.

Remember, though, even if you pull off the best one-liner since Socrates was wowing ‘em at the Athenian agora, if your quip doesn’t make your BOOK memorable, rather than you being remembered as a funny or thought-provoking person, the keynote has not succeeded.

Let me repeat that, because it’s a subtle distinction: the goal of the keynote is not to make you sound like a great person, or even a great writer — it’s to make them interested in your BOOK.

I’m continually meeting would-be pitchers who don’t seem to realize that. Instead, they act as though an agent or editor who did not ask to see pages following a pitch must have based his decision on either (a) whether he liked the pitcher personally or (b) some magically intuition that the manuscript in question is poorly written. Logically, neither could be true.

Okay, so that’s a bit of an exaggeration: if a pitcher is extremely rude to the pitchee, the latter usually won’t ask to see pages. But logically, no assessment of a VERBAL pitch could possibly be construed as a MANUSCRIPT critique.

In other words, they can’t possibly learn that you’re a fabulous writer until they read some of your prose, and while I’m morally certain that to know, know, know my readers is to love, love, love them, that too is something the industry is going to have to learn over time.

And remember, good delivery is not the same thing as book memorability. I once went to a poetry reading at conference that STILL haunts my nightmares. A fairly well-known poet, who may or may not come from a former Soviet bloc country closely associated in the public mind with vampire activity, stalked in and read, to everyone’s surprise, a prose piece. I don’t remember what it was about, except that part of the premise was that he and his girlfriend exchanged genitals for the weekend.

And then, as I recall, didn’t do anything interesting with them. (Speaking of the downsides of not adding artistically to a well-worn concept.)

Now, this guy is a wonderful public reader, a long-time NPR favorite and inveterate showman. To make his (rather tame) sexual tale appear more salacious, every time he used an Anglo-Saxon word relating to a body part or physical act, he would lift his eyes from the page and stare hard at the nearest woman under 40. I’ll spare you the list of words aimed at me, lest my webmaster wash my keyboard out with soap; suffice it to say, some of them would have made a pirate blush.

By the end of his piece, everyone was distinctly uncomfortable — and to this day, almost eight years later, everyone there remembers his performance. But when I get together with writer friends who were there to laugh about it now, can any of us recall the basic storyline of his piece? No.

Notice what happened here — he made his PERFORMANCE memorable by good delivery, rather than his writing. Sure, I remember who he is — I’m hardly likely to forget a man who read an ode to his own genitalia, am I? (I suspect all of us women under 40 would have been substantially more impressed if someone ELSE had written an ode to his genitalia, but that’s neither here nor there.)

Did his flashy showmanship make me rush out and buy his books of poetry? No. Did it make me avoid him at future conferences like the aforementioned proverbial plague? Yes.

This is a problem shared by a LOT of pitches, and even more Hollywood Hooks: they tend to be merely about delivery, rather than promoting the book in question. Please don’t make this mistake; unlike other sales situations, it’s pretty difficult to sell a book concept on charm alone.

Even if you’re the next Oscar Wilde, Mark Twain, or strange Eastern European sex fiend/poet.

Drama, conflict, vivid imagery, shock, cause for hope — these are the elements that will render your keynote memorable. And that’s extremely important, when you will be talking to someone who will have had 150 pitches thrown at him already that day.

That’s another building block of the pitch down — whew! I know that I’m covering this material awfully quickly this year; if you’d like a slower, more example-ridden approach, please see the PITCHING: THE MASTER CLASS category on the list at right.

Tomorrow, I shall show you how to transform what you’ve already learned into a great opening gambit for striking up a conversation with anyone — and I do mean ANYONE — you might meet at a writers’ conference.

Think of it as my present to the shy. In the meantime, keep up the good work!

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Becoming a good acceptor of feedback: live, baby, live

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What’s that pile of jagged rubble, you ask, and why am I asking you to contemplate it? Is it a close-up of a stepped-upon family of crabs, or perhaps the aftermath of something extremely large having been dropped from a plane? No such luck, my friends: this is my flower and herb garden, immediately after those nice men who came to solve the drainage problem in the basement stopped destroying all life forms unwise enough to be planted in their path.

Or, to be precise, my garden is under what you see; the backhoe is relaxing after its Herculean labors in concealing it from human eyes. Originally, there was a full-grown rosebush compressed between the top two levels of slab, sticking out sideways with its tender new leaves reaching desperately toward the sky. However, once I came running out with my camera, the workers hurriedly whisked most of dead and dying plant life out of shot.

I’m pretty annoyed about the demise of my bulbs — silly me, I had thought that something growing two feet tall with a flower on one end of it would have self-evidently been something to save, but evidently, that’s a matter of debate — but even at the zenith of my pique, I couldn’t help but gasp at how apt a metaphor it was for this week’s topic.

After all, isn’t it one of the great rules of creation that it usually involves some destruction?

Just as (my SO assures me) the construction of a new, improved, and in every way far more admirable backyard patio and garden required ripping up the old concrete patio and dumping the shards of its dislodged corpse on top of every green and growing thing within a hundred yards, often, building a revised draft of an already-written manuscript entails ripping out some of the foundation, to clear space for new reinforcement.

Unlike the perpetrators of many other structures, the writer of a manuscript-under-construction is often present when critics are hacking away at the second floor solarium and that view-blocking cypress tree just outside the library, unfortunately. And that can be trying to even the calmest temperament.

You know the situations I’m talking about, right? Writers’ groups. Face-to-face pitching sessions, especially those at conferences where the pitchees have ostensibly read an excerpt from the work being pitched. Lunch or a phone call with one’s agent or editor — or with some generous soul who has agreed to be a first reader for your manuscript.

Like it or not, while querying and submission usually generate written responses, ideally suited for psyche-clearing tantrum-throwing in the privacy of one’s home, getting concrete feedback on your work often requires your physical — or at least auditory — attendance. Pulling this off well is a matter of will — and of practice.

We’re all familiar with what happens when a writer doesn’t pull it off well, right? As we saw with this weekend’s exemplars, all too often, writers respond with defensiveness (“What do you mean, there’s something wrong with my manuscript, Candace?”), anger (“What kind of a fool are you to think you have the right to criticize my work, Jerome?”), or endless explanation about why the manuscript positively needs to remain precisely the way it currently is (“Clearly, Ted, you’re not understanding what’s going on, so let me proceed on the assumption that what’s on the page is far less important than my intention in placing it there.”)

None of these responses is constructive, and all are as likely to prevent good feedback from sinking into the writerly noggin as to ward off misguided advice. Still worse, they tend to discourage honesty in future feedback.

The funny thing is, most of the time, writers who embrace these tactics DO want feedback on their work — but they make the fundamental mistake of confusing the time and energy they’ve expended with the quality or clarity of the writing. In other words, they respond as though the industry graded manuscripts for effort, not for what actually ends up on the page.

Which, as I believe I have already mentioned in this series, is backward, logically speaking. If it’s not on the page, it doesn’t count, as far as agents, editors, and contest judges are concerned — and, really, most bookstore browsers feel the same way, don’t they? Who walks into Borders thinking, “Gee, where can I find a book upon which the author lavished care and attention?” rather than, “Hey, where can I find a great read?”

So when an agent encounters a new client whose first response to a change request is defensive, or an editor finds that her brilliant new discovery apparently enjoys endless discussion over the smallest prospective change, they tend not to be too sympathetic.

And that’s a shame, really, because very, very often, what the author is actually saying is, “Hey, I put a lot of work into this. Can’t we stop and recognize that before ripping it apart? Or do you really mean that you don’t think I have talent?”

We sometimes see a similar reaction, interestingly enough, in authors on their first few book tours. “What do you mean, you would have ended the book differently?” they demand of some trembling soul who wanted only to say something intelligent while having her copy of the book signed. “Everyone’s a critic?”

In the age of the Internet, just how often do you think an author needs to snap at a well-meaning fan before he gains a reputation for being nasty at book readings?

Because this tendency to knee-jerk defensiveness is extremely common, I’m a big fan of aspiring writers pulling the pin on the criticism grenade BEFORE they are under professional scrutiny. Critique groups can be tremendously helpful in learning to respond well to commentary, as can working with a freelance editor. Entering contests that provide feedback, and even exchanging manuscripts with a helpful friend can be marvelous ways to learn to subvert the instinctive negative reaction.

In short, why not test your capacity for critique first in a venue where a momentary lapse could not conceivably to cost you a representation or book contract — or readers?

Of course, I’m not going to send you into a high-powered writers’ group entirely unarmed; like our exemplar Harriet, writers who walk into their first face-to-face critique not knowing what to expect are often frightened away.

Never fear: being the preparation-oriented self you all know and love, I have come up with a few strategies for handling it with aplomb. These are not the only tools you could use in this situation — and those of you who are critique veterans, please chime in with what has worked for you — but armed with these techniques, no writer need be afraid of making a fool of himself by over-reacting to well-meant feedback.

Note, please, that these techniques do not depend upon how good the feedback is; they will help you keep a high chin, straight face, and positive attitude even if it’s dreadful. (Don’t worry — I shall be talking about how to deal with unhelpful feedback later in the week.)

Ready? Here we go.

1. Walk in with a couple of specific questions you would like your critiquers to answer.

Those of you who survived last December-January’s series of posts on how to seek out useful feedback (gathered under the unambiguous title GETTING GOOD FEEDBACK in the category list at right) might recognize this one. In my experience, the level of critique is almost always improved if the writer gives the reader a bit of advance warning about what he’d like to discuss.

Even if the structure of the feedback situation prevents a pre-reading heads-up, it’s still an excellent idea to come into a face-to-face critique (a conference meeting with an agent who has read your first chapter, for instance) with two or three concrete questions you would like answered about your work.

Why? Well, to be blunt about it, it helps give you some control of a situation that can be overwhelming — and it’s can be a positive boon if you should happen to find your work being critiqued by someone genuinely nasty. Trust me, you’ll be far, far happier if you have prepared yourself to say, “What did you think of the pacing of the opening?” rather than finding yourself stammering, “What do you mean, you didn’t like it?”

But there are far more positive reasons to go this route. First, it’s a courtesy to your critiquer: it demonstrates that you value his opinion. Or, perhaps more importantly for dealing with an agent or editor, it makes it APPARENT that you do. (Whether you actually value this yahoo’s opinion or not is, of course, nobody’s business but you and your personal Jim’ny Cricket.)

It also forces you to take a critical look at your own work, to determine where it might have some weaknesses. That is a HUGE advantage walking into a feedback situation, because it enables a writer to open her mind to other perspectives, rather than feeling that she needs to defend what she’s done.

Remember: the purpose of manuscript critique is to make it better, not to punish past errors. Keep your eye on the prize.

A couple of questions to get you started: if you write comedy, consider asking if there was anyplace in the manuscript that made the critiquer laugh out loud — or a bit that didn’t quite work; if you write memoir, ask if every scene seemed plausible, or if the ratio of scene to narrative seemed right; if you write fiction, also ask if every scene seemed plausible, or if the protagonist seemed likable or interesting enough to follow throughout the entire book.

Yes, you DO want to be that concrete, if the feedback is going to help you revise.

2. Bear in mind that today is not necessarily the best day to respond to what you’re hearing.

In other words, consider not saying anything when you receive feedback. Just listen carefully, nodding occasionally as a courtesy to the speaker, trying to absorb what will be most useful to you and the manuscript.

This strategy often surprises writers, but there is no rule that requires us to have a witty riposte ready the instant after a first reader has just pointed out a fundamental flaw — or even a minor one — in our manuscripts. Feedback is not, after all, an invitation to argument, but a set of specific suggestions about how to improve a book.

Silence is a perfectly acceptable response — and if you’re new to face-to-face critique, it is often downright preferable. To illustrate why, I’m going to jump out of the realm of art for the moment and into the murky waters of group psychology.

In the Northern California of my childhood, a form of group interaction known as an encounter group was fleetingly popular. A bunch of individuals got together, picked (I almost said victim) one member to be the subject, and talked exclusively about that person for a set period of time, to give the subject what was supposed to be an unprecedented view of how he appeared to others. Two rules prevailed: everyone was supposed to be absolutely honest, and the subject was not allowed to speak until the session was over.

I just felt half of you recoil in horror, didn’t I? Well, yes, it could be mighty intense, but since everyone in the group was going to be the subject eventually, the idea was that everyone would be equally vulnerable — and that by preventing the subject from voicing an instantaneous defensive reaction, people could say precisely what they thought without fear of interruption.

The idea of exchanging manuscripts for critique, as opposed to personalities, suddenly seems a bit less threatening, doesn’t it?

That’s not why I brought up encounter groups, however: in the face of feedback, it is usually far easier to hear what others are saying if part of your brain isn’t spinning constantly, trying to come up with a pithy comment in response, if not something so devastating that it will be passed down to future generations as a proverb. (Oh, as if writers aren’t prone to doing that.)

Try just listening. You may be surprised at how much stress it leeches from the critique encounter.

3. Take good notes.

This one is in response to all of you who were picturing yourself just sitting there fidgeting while others told you how to improve your work. You’re going to be keeping yourself occupied, I assure you.

Bring a pad of paper and writing implement. Apply the latter to the former liberally.

Do I hear some shy souls shuffling their feet out there, working up nerve to ask a question? “But Anne,” these timid writers say, “isn’t it a bit rude to be scribbling while someone else is speaking? Won’t they assume that I’m not paying attention, but have started doodling out of boredom?”

Actually, a feedback-giver usually finds it flattering when a writer keeps jotting things down, for the same reason that a lecturer finds it encouraging when her students seem to be taking copious notes: it implies that the scribbler respects what the speaker is saying enough to want to remember it.

The higher her educational level, incidentally, the more likely she is to be pleased. In fact, when academics get together for symposia, it’s almost unheard-of for a lecturer NOT to take notes during the question-and-answer period. While the questioner is asking. Not only is this not considered impolite — it’s regarded as a way that the lecturer conveys to the questioner that she’s asked a good question.

So feel free to write down what your feedback-giver says about your work — yes, even if the critiquer happens to be the editor to whom you’ve just pitched your book project. Write down any follow-up questions you might have. Write down any inspirations you might have for applying the feedback to the manuscript.

Why? Because even the best feedback isn’t going to be very useful if you can’t remember it tomorrow, is it?

My, that’s a lot to digest in one post, isn’t it? More strategic tips follow tomorrow, of course, but just before we end for today, take a moment to pat yourself on the back for being open to accepting feedback on your baby at all. By being brave enough to allow others to take a long, hard look at your writing AND developing the skills to listen to their honest responses, you’re taking an important step toward approaching the job of writing like a professional.

And if the prospect of soliciting feedback still feels like someone’s about to take a backhoe to your beloved backyard garden, well, today of all days, I sympathize. Necessary renovation can have some pretty disorienting short-term side effects. But isn’t having to replant the bulbs worth it if the basement is no longer going to fill up with water when it rains?

Give it some thought — and keep up the good work!

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A few words on feedback, part XI, in which I finally stop yammering on the subject and move on

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Welcome to what I devoutly hope will be my last post for a while on strategies writers can use to wrest good feedback from their first readers. Last time — and probably a few times before, knowing me — I brought up the deer-in-the-headlights look that first readers often exhibit when asked post-read for commentary both more complex and more potentially usable than Oh, yeah, I liked it.

One would think that they might have at least suspected that some follow-up questions would be forthcoming, but I have it on good authority, through the excellent medium of listening to writers complain lustily about it for many years straight, that it isn’t always the case. Why, only a few days ago, intrepid reader Nadine posted an interesting observation about this phenomenon, in case you missed it.)

For the past few days, I’ve been talking about steps a writer can take to minimize the possibility of finding herself post-read without reader feedback that can be incorporated in the next draft. Today, I want to turn the question around, to discuss why intelligent, articulate first readers so often have this reaction.

Even when they loved the book. Strange but true.

In practice, first readers new to feedback-giving almost always experience some difficulty giving specific feedback. Oh, they may not say so point-blank, but you may notice them freaking out a little if they are asked pointed questions, as if the author had abruptly transformed into an IRS agent conducting a five-year audit.

If you doubt the pervasiveness of this reaction, you might want to spend a little more time at author readings. Audience members frequently freeze up if the author of a published book responds to their praise (or, heaven forefend, to a simple request to autograph the book) with, “Thanks — what was your favorite part?”

Note to self: don’t do this at future readings.

I don’t think that this reaction is due to a pervasive public perception that authors are godlike beings before whom the average reader should quail. (As much as some of us might like that to be the case.) No, ask for a detailed analysis of pretty much any written material, and most readers will suddenly find it difficult to breathe.

Even — and I find this fascinating — people who habitually recommend books to their friends will often balk if put on the spot.

As a former professor, I can tell you exactly what that panicked flash in their eyes means: it’s the fight-or-flight response of a student suddenly tested on material he thought would not be on the test.

Poor souls, when an author asks their opinion of his book, they think they’re being asked IF they liked it, not why. If they didn’t know that they would be expected to cough up a more detailed response — usually why a writer seeking feedback asks first readers to start turning pages in the first place, right? — they tend to feel as defensive as if the author told them their opinion was wrong.

As if the author above had said to them, “You actually LIKED that trash? In heaven’s name, why?” rather than, “Please tell me what I did right in this book, so I may cater to that taste in my next, the one that my agent is breathing down my neck to produce while I’m on this book tour,” or even, “I am a seething mass of insecurities; please reassure me.”

What we have here, in short, is a failure to communicate.

Now do you understand why I’ve been so insistent about giving your first readers a study guide, so they’ll {know} what’s going to be on the test and can prepare accordingly? It’s the best way I know to bridge the communication gap and nip this common anxiety in the bud.

I’m not just saying this because I was the prof who habitually stopped mid-lecture to announce, “Gee, wouldn’t THAT make a fabulous final exam question? Let me repeat it a couple of times, so you can write it down.” (And yes, my department did hate that I did it; thanks for asking.) From the unprepared reader’s POV, being grilled by an anxious author is like a pop quiz on material read for fun.

They tense up because it’s not fair, strictly speaking.

Writers are far less likely to have this response, of course, for obvious reasons: usually, we were the folks who ruined the grade curve in English class. Hand us an essay question about a book we like (or hate), and we’ll go on for hours, won’t we?

But just for a moment, let’s try to identify with the vast majority of the population that does not instinctively respond with joy to being asked to produce a book report on the spot.

Do you remember that professor in college or that teacher in high school who used to madden you at exam time with vague questions, ones so broad that they essentially invited you to spill out every minor fact you had managed to memorize? Compare and contrast the Renaissance with the Middle Ages, for instance, or Was the League of Nations a good idea? or The Emancipation Proclamation: what were the arguments on both sides?

How about the ever-popular ploy of giving you a quote, and asking you to relate it to the reading? Perhaps something along the lines of this little gem:

“There is no ‘objective’ or universal tone in literature, for however long we have been told here is. There is only the white, middle-class male tone.” — Carolyn Heilbrun, WRITING A WOMAN’S LIFE

Relate this quote to the works of Jane Austen, James Baldwin, Dave Barry, Truman Capote, Charles Dickens, Jeffrey Eugenides, Norman Mailer, Yukio Mishima, Anaïs Nin, Philip Roth, Edith Wharton, and Marvel Comics. Make your answer text-based, and use specific examples.

Students look at this sort of question and wish that they would be struck by bolts of lightning on the spot. Which, in essence, they have.

“What the heck does ‘relate’ mean in this context?” they wonder, surreptitiously sharpening their pencils into weapons of mayhem. “What if I accidentally cite a DC Comic instead? Will I lose points?”

I like to call this the what color am I thinking? school of test-construction, because it requires the students to guess, with virtually no guidance, what the teacher wants to see in the essay. Short of sophisticated telepathy, how on earth is the student supposed to know what criteria will be used to judge her response?

We’ve all had teachers who put us in this uncomfortable position, right? My dissertation advisor used to favor rambling quarter-page ruminations on the nature of life, without out ever articulating a question she desired students to answer. Because I value your time and my page space, I shall not reproduce one of her opus here, but trust me, those questions were epic.

My high school biology teacher, even more vague than most, simply walked into class on the day of our big plant life exam, handed each of us a three-foot-long stretch of butcher paper, and told us, “Show me everything you know about plants.”

Half of my classmates instinctively clutched their chests, anticipating a heart attack. Did Mr. Young intend this as an invitation to draw lilies for an hour, an instruction to reproduce the entirety of The Origin of Species, or an entreaty to write haiku? No one knew until after the exams were graded.

Are these examples dredging up your long-buried responses to the kinds of exams that drove you nuts in school? Got that I-can’t-believe-this-is-really-happening feeling firmly in mind?

Well, first readers given no guidance by the authors who have handed them manuscripts often feel as annoyed and helpless as you felt when faced with those kind of vague exam questions.

Especially if they’ve never read a manuscript (as opposed to a book) before. The format is substantially different, for one thing (if that’s news to you, I would implore you to visit the FORMATTING MANUSCRIPTS and/or STANDARD FORMAT ILLUSTRATED categories at right with all possible speed), and let’s face it, it’s an intimidating thing to be faced with the task of evaluating the creative output of someone’s soul.

Unless, of course, you have an ego the size of New Zealand, are being paid to do it, or both. Even then, it’s intimidating at first, but there are compensations.

If it’s any consolation for those of you who were told that your English degrees had no use in the real world, editors at publishing houses took those essay tests, too, and aced ‘em. And now, bless their hearts, they have transformed those bsing compare-and-contrast skills into a life’s work.

If you are using folks without either of those advantages as first readers, providing written parameters for criticism at the same time that you hand over your manuscript is an easy way to minimize the potential for future misunderstandings.

There’s no need to turn it into a major research project, or to inundate your readers with ten-page lists of questions. Stick to a simple 1-2 pp. questionnaire about the book, highlighting the areas you feel could use some work.

For the sake of your ego, it’s also a dandy idea to include questions about parts that you know you have pulled off well. Even if you are not prey to nagging doubts about the quality of your writing in the dead of night — if you are, trust me, you are far from alone — I can virtually guarantee that at some point along even the most bump-free road to publication, you will appreciate having some concrete reasons to feel good about your book.

In case any of you had heard otherwise, very little about the publication process is designed to {reduce} a writer’s insecurities. Yet another reason that a good fit with one’s agent is a positive boon to an author: who better to reassure you about your inherent talent, worth as a human being, and general fabulousness while your book is making the rounds of editors?

But I digress, don’t I?

In your list of feedback criteria, be as specific as you can — questions along the lines of What did you think of my protagonist? tend to elicit less helpful responses than Was there any point in the book where you felt the tension lapsed? If you would appreciate references to specific page numbers (trust me: you do), either ask your reader to keep a list of ‘em or provide some sort of easily-attached tape flags.

I always like to add some offbeat questions, to make the process more amusing for the reader. Did anything in the book make you laugh out loud? and What in the plot surprised you most? can provoke some revealing responses.

If those of you who haunt critique groups have started to wonder if coming up with such a list for fellow members wouldn’t be such a terrible idea prior to exchanging manuscripts, give yourself a gold star for the day.

It’s a good idea to tell your reader up front HOW you would like to receive feedback, too. It honestly isn’t self-evident. In the margins? On a separate piece of paper? As a bullet list to accompany verbal communication? Remember, the more writing you ask to receive, the more of a time commitment you are requesting, but unless you take shorthand or have a tape recorder always handy (which not all first readers will appreciate; ask), it’s hard to keep in mind everything said within a context of a conversation.

Think VERY carefully whether you really do prefer verbal feedback, though. Receiving critique can be a pretty intense emotional experience; if you don’t think you can keep saying, “Rework the running order completely? Thank you for suggesting that,” for half an hour straight, asking for written feedback may well be a better choice. (As a fringe benefit, it’s also more likely to be detailed.)

Oh, and do remember to mention up front whether you would like the manuscript back after the reader finishes with it; unless you ask for marginalia specifically, most readers will assume that it is theirs to keep — or recycle, as they see fit. If you expect its return and your first reader lives far away, it’s courteous to send along a SASE.

This is especially true if your manuscript is longer than the reader may have expected — just as agents and editors grow a trifle pale when a 600-page manuscript shows up in the mail, amateur readers tend to balk a little when handed a tome heavier than a lhasa apso. More pages equals more of a time commitment. If yours tops the infamous 400-page mark — where most pros would start to get nervous about marketability, incidentally — do tell your first reader that up front.

And finally, at every step throughout the process, observe my final tip: be HUGELY grateful for your first readers’ help — and express that gratitude early and often.

Yes, even if the feedback turns out not to be very helpful. As I keep mentioning, reading a manuscript with an eye to feedback is a far, far different thing than dipping into a book for sheer pleasure, no matter how polished the writing is. It’s hard; it’s merely polite to treat it as the favor it is.

The same holds true when you are the feedback-giver, to a certain extent: the more polite, specific, and clear you can be, the better the experience for everyone concerned.

Which means, of course, that if you find yourself on the receiving end of a manuscript, or in a critique group that does not already have guidelines for feedback established (fie!), it’s perfectly legitimate to ask for guidance BEFORE you begin reading. I’m quite serious about this: both you and the writer will be happier in the long run if you do.

And really, do you want to guess how someone you just met on an online forum or at a writers’ conference prefers to receive feedback? That’s the kind of challenge that can make even the best of readers freeze up.

You don’t want to trigger bad exam flashbacks, do you? Of course not.

As always, keep up the good work!

(PS: the nifty photo of the statue appears courtesy of the fine folks at FreeFoto.com, kindly filling in the gap until my digital camera is fixed.)

Posted on - No Comments on Book marketing 101: but what if I just walk up and ask?

Book marketing 101: but what if I just walk up and ask?

While I was on the subject of tracking down who represents whom, so that you may query agents who represent books similar to yours, I thought I would make a slight detour to an agent-finding strategy favored by the bold: walking up to a published writer (or a pre-published but agented one) and simply saying, “Do you mind if I ask who represents you?”

Writers tend to be nice people; they’re often very happy to give a spot of advice and encouragement to someone new to the game.

Given how VERY useful responses to this question can be for aspiring writers, it’s kind of astonishing how infrequently one hears it at author readings. But really, “Who represents you, and how did you land your agent?” almost always elicits a response that’s interesting enough to entertain the non-writers in the audience, too.

Kinda changes the way you think of author readings, doesn’t it?

If you live in or near a big city with some good bookstores, chances are very good that there are readings going on somewhere in town practically every day of the week. And trust me, if you walk into the best bookstore in town, saunter up to the register or information desk, and ask for a calendar of readings, the staff will be OVERJOYED to direct you to one. Or put you on a mailing list.

Here in Seattle, we’re pretty lucky: not only do we have several very good independent bookstores that regularly host readings and signings, but we also have the Stranger, a free newspaper that routinely lists all of the author readings for any given week, along with brief summaries of their books. (Possibly because the editor won the PEN West award for a memoir a few years back.)

When you’re agent-hunting, it’s usually more worth you while to go to readings by first-time authors than people whose names have graced the bestseller lists for quite some time. Often, new authors are downright grateful to anyone who shows up, and doubly so to anyone who asks an interesting question. They’re usually pretty grateful to their agents, too, and thus like to talk about them.

As a fringe benefit, they will often blandish their local writer friends — publishers’ publicity departments generally ask authors for lists of cities where they have lots of friends, and set up readings accordingly — into attending their readings, just so someone shows up. Sometimes, these helpful friends are willing to tell you who their agents are, and what they represent.

Seriously, it’s worth a try. To be blunt about it, you’re far more likely to garner an actual recommendation to query a new author’s agent than from an established author, especially if you listen politely, laugh at the jokes in the reading, and hang out to talk afterward.

Why do the established tend to be more stand-offish about it, you ask? Contrary to popular opinion, it’s not usually because they’re mean. Just experienced.

Let’s revisit some of the characters from my long-ago Industry Faux Pas series who gamely walked up to published authors and asked for their help. The etiquette in this situation can be a little murky — after all, these authors need to regard anyone who approaches them at a reading as a potential book buyer, and thus may come across as friendlier than they intend — but these examples should help you steer around potential road blocks.

Enjoy!

Because the road to recognition is usually so very long and winding, many savvy writers seek to speed things up a trifle by enlisting the help of already established – or already agented – writers on their behalf. This is not a bad idea – but, like everything else, there’s a right way to do it and a wrong way.

Come with me now to the land of hypotheticals, to explore the latter.

Writer-approaching scenario 1: Isabelle notices in her local paper that Ignatz, a writer whose work is similar to hers and is aimed at the same target market will be giving a reading at a local bookstore. She makes a point of attending the reading, and during question time, stands up and asks point-blank who represents him – couching the question within a request for permission to use him as a query reference. Ignatz laughs uncomfortably, tells an agent-related anecdote, and when she presses for a name, tells her to see him afterward.

Isabelle waits patiently until all those who have bought books have presented them to Ignatz for signing, then repeats her question. “I haven’t read your book,” she tells him, “but from the reviews, our work has a lot in common.”

Ignatz, professional to the toes of his well-polished boots, casts only a fleeting glance at her empty hands before replying. “I’m sorry,” he says, “my agent has asked me not to refer any new writers to him.”

What did Isabelle do wrong? (And, for extra credit, what about Ignatz’s response marks it as a brush-off, rather than a simple statement of his agent’s feelings on the subject?)

Isabelle committed two cardinal sins of author approach. First, she did not evince ANY interest in Ignatz’s work before asking him for a favor – and a fairly hefty favor, at that. She did not even bother to buy his book, which is, after all, how Ignatz pays his rent. But since he is quite aware, as any successful writer must be, that being rude to potential readers may mean lost business down the line, he can hardly tell her so directly.

So he did the next best thing: he lied about his agent’s openness to new clients.

How do I know he lied? Experience, my dears, experience: had his agent actually not been accepting new clients, his easiest way out would have been simply to say so, but he did not. What he said is that his agent asked HIM not to recommend any new writers; a subtle difference.

Most agents rather like it when their clients recommend new writers; it saves the agent trouble, to use the client as a screener. So, generally speaking, if an agented writer says, “Oh, my agent doesn’t like me to recommend,” he really means, “I don’t like being placed in this position, and I wish you would go away.”

How has Isabelle placed Ignatz in a tough position? Because she has committed another approach faux pas: she asked for a reference from someone who has never read her work — and indeed, didn’t know she existed prior to that evening.

From Ignatz’s point of view, this is a no-win situation. He has absolutely no idea if Isabelle can write – and to ask to see her work would be to donate his time gratis to someone who has just been quite rude to him. Yet if he says yes without reading her work, and Isabelle turns out to be a terrible writer (or still worse, a terrible pest), his agent is going to be annoyed with him. And if he just says, “No, I don’t read the work of every yahoo who accosts me at a reading,” he will alienate a potential book buyer.

So lying about his agent’s availability is Ignatz’s least self-destructive way out. Who can blame him for taking it?

Let’s say that Isabelle has learned something from this encounter. Manuscript in hand, she goes to another reading.

Writer-approaching scenario 2: Isabelle spots another reading announcement in her local newspaper. This time, it’s an author whose work she’s read, Juanita; wisely, she digs up her dog-eared copy of Juanita’s first novel and brings it along to be signed, to demonstrate her ongoing willingness to support Juanita’s career. She also brings along a copy of her own manuscript.

After the reading, Isabelle stands in line to have her book signed. While Juanita is graciously chatting with her about the inscription, Isabelle slaps her 500-page manuscript onto the signing table. “Would you read this?” she asks. “And then recommend me to your agent?”

Juanita casts a panicked glance around the room, seeking an escape route. “I’m afraid I don’t have time to read anything new right now,” she says, shrinking away from the pile of papers.

This, believe it or not, happens even more that the first scenario – and with even greater frequency at writers’ conferences. Just as some writers have a hard time remembering that agents have ongoing projects, lives, other clients, etc. whose interests may preclude dropping everything to pay attention to a new writer, so too do established writers – many, if not most, of whom teach writing classes and give lectures in order to supplement their incomes.

So basically, Isabelle has just asked a writing teacher she has never met before to give a private critique of her manuscript for free. Not the best means of winning friends and influencing people, generally speaking.

Yes, the process of finding an agent is frustrating, but do try to bear in mind what you are asking when you request help from another writer. Just as querying and pitching necessarily cuts into your precious writing time, so do requests of this nature cut into established writers’ writing time. Other than your admiration and gratitude, tell me, what does the author who helps you get out of it?

This not to say that some established writers don’t like to offer this kind of help; many do. But even the most generous person tends to be nonplused when total strangers demand immense favors. Establishing some sort of a relationship first – even if that relationship consists of nothing more than the five-minute conversation about the author’s work that precedes the question, “So, what do you write?” – is considered a polite first step.

In other words: whatever happened to foreplay?

This particular set of problems is not discussed much on the conference circuit – or, to be precise, they are not discussed much in front of contest attendees; they are discussed by agents, editors, and authors backstage at conferences all the time, I assure you, and in outraged tones.

Why? Because, alas, for every hundred perfectly polite aspiring writers, there are a handful of overeager souls who routinely overstep the bounds of common courtesy – and, as I can tell you from direct personal experience, it’s not always easy being the first personal contact a writer has with the industry: one tends to be treated less as a person than as a door or a ladder.

And no one, however famous or powerful, likes that. Case in point:

Writer-approaching scenario 3: at a writers’ conference, Karl meets Krishnan, a writer who has recently acquired an agent. The two men genuinely have a great deal in common: they live in the same greater metropolitan area, write for the same target market, and they share a love of the plays of Edward Albee. (Don’t ask me why; they just do.) So after hanging out together in the bar that is never more than 100 yards from any writers’ conference venue, it seems perfectly natural for Karl to e-mail Krishnan and ask him to have coffee the following week.

Within minutes of Krishnan’s arrival at the coffee shop, however, he is dismayed when Karl pulls a hefty manuscript box out of his backpack. “Here,” Karl says. “I want to know what you think before I send it to the agents who requested it at the conference. And after you read it, you can send it on to your agent.”

Krishnan just sits there, open-mouthed. As soon as his cell phone rings, he feigns a forgotten appointment and flees.

Okay, what did Karl do wrong here?

Partially, he echoed Isabelle’s mistake: he just assumed that by being friendly, Krishnan was volunteering to help him land an agent. However, there are a LOT of reasons that industry professionals are nice to aspiring writers at conferences, including the following, listed in descending order of probability:

*Krishnan might have just been being polite.

*Krishnan might have regarded Karl as a potential buyer of his books, and as such, did not want to alienate a future fan.

*Krishnan might have been teaching a class at the conference, or hoping to do so in future, and wanted to make a good impression.

*Krishnan is lonely – writing is a lonely craft, by definition, right? — and is looking for other writers with whom to commune.

*Krishnan is looking for local writers with whom to form a critique group.

*Krishnan’s agent might have asked him to be on the lookout for new writers at the conference (rare, but it does happen occasionally).

Of these possibilities, only the last two would dictate ANY willingness on Krishnan’s part to read Karl’s work – and the next to last one definitely implies that reading would be exchanged, not one-way. However, if either of the last two had been Krishnan’s intent, it would have been polite for Karl to wait to be ASKED.

Ditto with Karl’s request that Krishnan pass the manuscript on to his agent. Even with a super-open agent, an agented author cannot recommend others indiscriminately. At minimum, it could be embarrassing. If Krishnan recommends Karl, and Karl turns out to be a bad writer, a constant nuisance, or just plain nuts, that recommendation will seriously compromise his ability to recommend writers in future.

That’s right: writers like Karl, while usually well-meaning in and of themselves, collectively make it harder for everyone else to get this kind of recommendation.

There’s another reason Krishnan would be inclined to run from such an approach: resentment. Not of Karl’s rather inconsiderate assumptions that he would automatically be willing to help someone he’s just met, but of Karl’s attempt to cut into a line in which Krishnan stood for quite some time.

That’s right: just as it is relatively safe to presume that the more recently a writer landed an agent, the more difficult and time-consuming the agent-finding process was – because, by everyone’s admission, it’s harder than it was ten or even five years ago to wow an agent – it is a fair bet that an agent who has been signed but has not yet sold a book will be lugging around quite a bit of residual resentment about the process, or even about his agent.

If an agented writer’s hauling a monumental chip on his shoulder about his agent seems a little strange to you, I can only conclude that your experience listening to those whose first or second books are currently being marketed by their agents is not vast. {and thus that you have probably not been hanging out after very many new authors’ readings}. Almost universally, a writer’s life gets harder, not easier, in the initial months after of being signed: practically any agent on earth will ask for manuscript revisions of even a manuscript she loves, in order to make it more marketable, and no one, but no one, on the writer’s end of the game is ever happy about the agent’s turn-around time.

{Truth compels me to add: except for me, actually. Among my agent’s many sterling qualities as a human being, he’s also an unusually fast reader, bless him.}

The point is, every second Krishnan’s agent spends reading new work is one second less devoted to reading Krishnan’s latest revision — or marketing it. Some authors are a might touchy about that, so tread carefully.

Even if Krishnan’s agent is a saint and habitually works at a speed that would make John Henry gasp, Karl was unwise to assume that Krishnan would be eager to speed up the agent-finding process for anyone else. For all Karl knows, Krishnan struggled for YEARS to land his agent – and, unhappily, human nature does not always wish to shorten the road for those who come after.

Just ask anyone who has been through a medical residency. Or a Ph.D. program.

Note, please, that all of the above applies EVEN IF Krishnan has time to read the manuscript in question. Which, as the vast majority of agented-but-not-published writers hold full-time jobs and have to struggle to carve out writing time – as, actually, do many of the published writers I know; not a lot of people make a living solely from writing novels – is NOT a foregone conclusion.

The best rule of thumb: establish an honest friendship before you ask for big favors.

Until you know an author well, keep your requests non-intrusive. Krishnan probably would not have minded at all if if Karl had simply asked for his agent’s name after half an hour of pleasant chat — heck, Krishnan would probably have offered the information unsolicited in that time — or even for permission to use his name in the first line of a query letter. As in: Since you so ably represent Krishnan Jones, I hope you will be interested in my novel…

It may well have turned out that Karl had a skill – computer repair, eagle-eyed proofreading, compassionate dog-walking – that Krishnan would be pleased to receive in exchange for feedback on Karl’s book. Krishnan might even have asked Karl to join his critique group, where such feedback would have been routine. But Karl will never know, because he jumped the gun, assuming that because Krishnan had an agent, the normal rules of favor-asking did not apply to him.

The same rule applies, by the way, to any acquaintance whose professional acumen you would like to tap unofficially. If I want to get medical information from my doctor about a condition that is plaguing a character in my novel, I expect to pay for her time. Nor, outside of a formal conference context, would I expect a professional editor to read my work, an agent to give me feedback on my pitch, or an editor to explain the current behind-the-scenes at Random House to me unless we either already had a close friendship or I was paying for their time, either monetarily or by exchange.

Tread lightly, and be very aware that you ARE asking a favor, and a big one, when you ask an author to help you reach his agent. Not only are you asking the author to invest time and energy in helping a relative stranger – you are also expecting him or her to put credibility on the line. And that, dear readers, is something that most authors – and most human beings – do not do very often for relative strangers.

Keep up the good work!

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Book marketing 101: synopses, part V, or, everybody loves me — what’s the matter with you?

Yesterday, I suggested that if you write nonfiction, you might want to use part of your synopsis to establish — gently — your platform, to make it pellucidly clear to agency screener Millicent in even her worst moods that you are indeed uniquely qualified to write the book you are summarizing. While that is a pretty good idea, it occurred to me in the dead of night that before I proceed with more synopsis-writing advice, I might want to warn you about tumbling into the rather common opposite trap.

I refer, of course, to synopses that sound not just like back jacket blurbs for the book, all premise and puff, without a serious overview of the plot, but like the speech the MC makes before handing the author his or her Lifetime Achievement Award. Not only is this book’s author brilliant, talented, and the best person in the universe to write this book, but a great humanitarian and a close personal friend of the MC as well.

It’s funnier if you picture Sammy Davis, Junior saying it.

If you are writing a synopsis for a novel, PLEASE avoid the temptation to turn the synopsis into either a self-praise session (“My writing teacher says this is the best comic novel since CATCH-22!”) or an essay on why you chose to write the book (“Wrenched from the depths of my soul after seventeen years of therapy…”). Neither tends to work well, because neither is really about the book.

Yet both are rather common, you may be surprised to hear. If I had a dime for every novel synopsis or query I’ve seen that included the phrase, “it isn’t autobiographical, but…” I would own my own island in the Caribbean.

And if I had a dime for every time I’ve heard it in a pitch, I’d just buy the five major North American publishing houses outright and make their policies more writer-friendly. But it seems that the repetition fairy isn’t giving out spare change to editors like me anymore, no matter how many aspiring writers I stuff under my pillow.

The frequency with which synopsizers attempt these approaches is precisely why these techniques are so often turn-offs for Millicent. When you’re reading 800 submissions per week, commonalities can get pretty darn annoying. At minimum, they can make the synopses that contain them all start to blur together.

Trust me, however true any of the phrases above may be — not knowing your writing teacher and her relationship to Joseph Heller, I cannot say — they comes across as clichés. Besides, a good fiction synopsis is NOT a justification for having written the book in the first place: properly, it is one hell of a good story, presented well. Period.

For nonfiction, as I mentioned yesterday, you will want to do some gentle self-promotion, to give an indication of why your book is uniquely marketable and you are the most reasonable person in the universe to write it (platform, platform, platform!) but again, try not to get sidetracked on WHY you chose to write it or boasting about how generally necessary this book is to the betterment of humanity.

A LOT of NF synopses go off on these tangents, to their own detriment. Given a choice, use the space to flesh out your argument.

There are very few contexts in the publishing world where launching on a lengthy disquisition why you wrote the book is even appropriate. First, within a nonfiction book proposal, it is sometimes a necessary component to making the argument that you are uniquely qualified to write the book you are proposing, to establish your platform.

Second, within the context of an interview AFTER the book is released, writers are free to ramble on about it as long as they like. Interviewers LOVE hearing about writers’ motivations — which, I suspect is why aspiring writers so often want to tell everyone they see what is and is not autobiographical in their novels; we’ve all seen it in a million literary interviews.

Third — and here is where talking about it will genuinely help you in your professional progress — when you are chatting with other writers, or if you become very, very good friends with your agent or editor after the contract is signed. Then, talking about it until you’re blue in the face is an accepted part of the creative process.

Other than that, however interesting your motivations may have been, they tend not to be anywhere near as interesting to other people as the book itself. At least if the book is any good.

And if you doubt that, start attending book readings for tomes you are unlikely to read. 99% of the time, the author will speak at length about why s/he chose to write this particular book. Watch the audience’s reaction: it’s rare that eyes don’t glaze over at this point. After you have attended three such readings within the course of a week without yawning once, THEN let’s talk.

I know it’s hard to accept, but actually, in a business sense, why you wrote the book is not very important to the industry. In their eyes, unless you are a celebrity cashing in on your name recognition, you wrote your book for one very simple reason: because you are a writer. Writers tend to do that.

From that rather cold POV, a writer who goes on and on about the psychological impulses to tell a particular story (unless the book in question is a memoir) comes across as not very professional.

I hate this, because in my experience, most aspiring writers tend to blurt out their reasons for penning a book primarily because they feel so isolated during the writing process. It is a positive relief to be able to talk about it to someone, isn’t it, especially when that someone is empowered to get the book published at long last? It’s natural, it’s understandable, and it’s probably even healthy. Go with that impulse.

But please, please take my word on this one: you should not do it in your platform, or indeed, in the presence of anyone employed in the publishing industry until after a contract is signed, unless you are responding to a direct question from an agent or editor. Publishing types tend to regard it as a sign of writerly inexperience, a symptom of unprofessionalism.

In other words: back into the pond, fish.

As usual, there are a couple of exceptions. Obviously, if the agent of your dreams asks, “So, where did you get the idea for this book?” you may give an honest answer. Or if someone stands up at a book reading and asks the same question — although as a rule, I would discourage planting your significant other or other crony in the audience to ask that particular question. (Yes, I’ve seen it happen.)

Also — at the risk of repeating myself — if you have some very specific expertise that renders your take on a subject particularly valid, feel free to mention it in your pitch or query letter. And in your synopsis, if you are summarizing a NF book. But in fiction, that information does not really belong in the synopsis.

But I can feel already that some of you are not going to believe me on this point. So here is a bit of advice for those of you who are planning to, well, ignore my advice: if you are writing a novel, and you feel that you have an inside perspective that simply must be mentioned in the synopsis, stick it at the end, where it won’t be too intrusive.

On that logically convoluted note, I leave you for the day. Keep up the good work!

Posted on - No Comments on Book marketing 101: but what do I WEAR to put my ego on the line in front of utter strangers prone to rejection?

Book marketing 101: but what do I WEAR to put my ego on the line in front of utter strangers prone to rejection?

I’m in the throes of a major deadline, my friends, so I’m trapped inside, despite the fact that this is the kind of glorious midsummer day that those of us in the Pacific Northwest spend all November fantasizing about in nearly pornographic levels of detail. Oh, the writer’s life is glamorous!

So, in keeping with the spirit of the summer vacation I really ought to be taking right now, out seeing everyone’s knees poking out below Bermuda shorts and sunburns on beaches everywhere, I’m going to take a breather before attacking the formal pitch to tackle a fun topic today: what you should wear to a conference in the dead middle of summer.

This is a serious issue, you know. It may be 90 degrees outside, but conference centers are often air-conditioned to the point that ice will not melt in your latte. And a bathing suit with a fur coat thrown over it seems as though it MIGHT send the wrong message about your professionalism.

Although I would dearly love to hear the pitch for the book where that particular outfit would enhance the author’s credibility.

You should be thinking about your credibility as you gaze into your closet in the days before a conference. In many ways, these conferences are job interviews — at least the pitching part. You will want to look professional, not as though you have just stepped off the aforementioned beach.

Does this mean you should wear a suit? No, not unless you will be pitching a book about business skills, or another sort of NF book where your credibility as an expert in a tradition-bound field is a strong element of your platform. If not, overdressing can come across as insecurity, rather than professionalism, especially to a NYC-based agent or editor.

Why? Well, just as being naturally good-looking makes a BIG difference in first impressions on this coast (come on, admit it), being well and appropriately dressed is important in making good first impressions on Manhattanites. One way that people identify others like themselves on that fair isle is by dress — if you work at a fashion magazine, you dress one way; if you work in a brokerage firm, you dress another.

So to an NYC-based agent, if you wear a suit, depending on the designer’s label within it, he might identify you as a high-powered attorney, a minor official at a state agency, a spy, or a shoe salesman.

So while in theory, this means that you could conceivably skip the makeup, don your jammies, and wear your glasses to your meeting (because that’s what writers look like while they’re working, right?), this is not the time to be shabby. Neatness counts.

So the short answer to what to wear is this: nice pants or a skirt (but not a super-short one, unless you are pitching erotica — and even then, don’t make the world your gynocologist), avoid showing too much cleavage or chest hair, and go light on the cologne.

Unless you are pitching a book about mountaineering, I would avoid much-worn jeans or hiking boots, but to a West Coast conference, you could get away with newish jeans quite happily.

No need for women to wear heels or nylons, though. (That great tumult of joyous noise you just heard, gentlemen, was the female readership of this blog rejoicing.) Unless you are attending a conference in the South, that is, where the nice ladies are more put together than we Westerners in general.

(Things I have been offered the loan of, kindly, at writers’ conferences in the South by well-dressed relative strangers: nylons, a hair dryer, hot rollers, shoe polish, nail polish, and spectator pumps.)

Generally speaking, though, don’t dress up as if you were attending an afternoon wedding — a corsage would be a BIT much, unless you are pitching a book on prom etiquette — but don’t show up in shorts and a T-shirt, either.

Leave the tube top at home, I tell you. Ditto with the Hawaiian shirt with the eye-searing pattern of chartreuse pineapples on a field of rampant pink flamingos — unless you are pitching the definitive Don Ho bio, of course.

Oh, sorry — I didn’t mean to make your brain start humming Tiny Bubbles on a continuous loop. (RIP, bubblemaster.)

Stand back, for I am about to make a prophecy: those of you attending the upcoming PNWA conference will remember this advice vividly when you walk into the conference, because there you will see many, many people there in jeans and T-shirts proclaiming their favorite bands, 5K runs for charity, or membership in the Don Ho fan club. The Pacific Northwest is a pretty casual place.

How casual, you ask? Well, let’s just say that I’ve seen a LOT of knees over the years, and no one is going to offer to loan you spectator pumps.

However, at the risk of sounding like your mother: do as I say, not as they do. Even if EVERYONE else is dressed down, you will still make a better impression if you are appropriately dressed than if you are not.

And besides, if everyone else jumped off the Golden Gate Bridge, would you?

Basically, you should wear what you might to the first major reading of your book in a bookstore. This is a terrific rule of thumb anytime you will be meeting with anyone in the industry, actually, because you will be demonstrating to an agent who is considering taking you on as a client, or an editor who is thinking about acquiring your book, that you have enough social sensitivity that they don’t have to worry about you showing up to future interviews or signings in your pajamas — or that Hawaiian shirt I mentioned.

Believe it or not, the ability to dress appropriately is equally helpful whether you write gardening advice or cyberpunk. People in the industry want to work with authors whom they can send into a variety of promotional environments.

If you doubt this, pay attention to what the presenting writers, agents, and editors are wearing at the next conference you attend. You’re not going to see a while lot of prints on the women, for instance; I’ve never been to a writers’ conference where at least one of the publishing professionals WASN’T wearing a plain, clean-lined pantsuit. I’ve seen entire editors’ panels swathed in subdued Ann Taylor crêpe.

As the immortal Laurie Partridge showed us all in my childhood, you can’t go wrong with a nice pantsuit.

Because the publishing industry does tend toward quieter fashions, this is not the best place to trot out the big floral prints (you’ll think about that, too, when you see how many people show up in them), or clothing bearing the insignia of a business or sports team. I don’t want to see your knees at all, under any circumstances, so just don’t pack the shorts or flip-flops with your conference gear.

Trust me on this one. The meeting rooms will be air-conditioned, anyway, sometimes to pneumonia-inducing levels of chill. You’re not going to want to wear anything that bares thigh, lest you die of exposure.

I hear some of you out there grumbling, and rightly so: for most of the conference, you will be sitting around on folding chairs, listening to speakers. So wouldn’t it make MORE sense to wear something comfortable, rather than fussy nice clothes?

In a word, yes — to the parts of the conference where you can reasonably expect to be sitting around on a folding chair, listening to speakers. But for your meetings, no. Would you stroll into an interview for a job you wanted in a halter top and ripped Daisy Dukes?

Okay, would you walk into an interview anywhere but Hooters wearing that?

There’s no law, however, that says you can’t leave your nicely-pressed shirt on a hanger in your car, or in the closet of your hotel room, to change into an hour before your appointment. In fact, re-robing just before your formal pitch meeting can be a good preparation ritual.

Two caveats about the preceding. First, if you plan on taking the brave route of approached agents to pitch at them in the hallways, do plan on being dressed up a bit the whole time, so you are always ready to make a good impression. The Flashdance look may be charming on you, especially the legwarmers, but you don’t want to have to think twice about accosting that agent next to you in the hotel elevator, lest your apparel suggest that you are proposing something different than you actually are.

You’ll understand that last sentence when you’re older, children.

Second — and this may seem a trifle frivolous, but it is nevertheless true — the lighting in virtually every conference center in North America makes everyone look positively ghastly. Red tones tend to do better in that light than yellows. And if you’re like me, and pale, you might want to spring for a little rouge or lipstick, so you don’t look as though you have spent the last year typing away on your opus in an unusually depressing crypt.

Unless, of course, you write about vampires, in which case you may feel free to look a trifle Goth. Other than that, stock up on the vitamin C, and smile.

Speaking of which, I now need to lock myself in my crypt and get back to work. Enjoy high summer, everybody, and keep up the good work!

Posted on - 9 Comments on Book marketing 101: hitting the keynote, Hollywood-style, or, Godzilla meets Anne Frank

Book marketing 101: hitting the keynote, Hollywood-style, or, Godzilla meets Anne Frank

Welcome back to my ongoing series on the basic building blocks of marketing a book. While my primary focus here is on helping you create a pitch, going through each of the steps I outline here will undoubtedly make you a better querier, too, if not a better human being.

Okay, so that last claim may have been a trifle over the top, but I’m in a festive mood today: shout hallelujah, citizens, for we are finally ready to tackle reducing your book to a single quip of bon mot-iness that would make Oscar Wilde blush furiously, if discreetly, with envy. Today, I am going to talk about coming up with your book’s KEYNOTE, also known colloquially as a BOOK CONCEPT.

(Did you know that when Wilde gave public readings, he NEVER read the published versions of his own work? Ditto with Mark Twain, another writer known to wow ’em with great readings, and I’m quite sure I’ve never heard David Sedaris read the same story the same way twice. Sedaris seems — wisely — to use audience feedback to judge what jokes do and do not work, but Wilde and Twain apparently deliberately added extra laugh lines, so that even audience members very familiar with their published writing would be surprised and delighted. Interesting, no?)

What is a keynote, you ask? It is the initial, wow-me-now concept statement that introduces your book to someone with the attention span of an unusually preoccupied three-year-old. Because if you can impress someone that distrait, my friends, you can certainly catch the ear of a perpetually rushed agent — or the eye of Millicent the exhausted screener.

Before you pooh-pooh the idea of WANTING to discuss your marvelously complex book with someone whose attention span precludes sitting through even an average-length TV commercial, let me remind you: sometimes, you have only a minute or so to make a pitch. After a very popular class, for instance, or when your dream agent happens to be trying to attract the bartender’s attention at the same time as you are.

I ask you: since any reasonably polite hello will take up at least half a minute, wouldn’t you like to be ready to take advantage of the remaining 30 seconds, if the opportunity presents itself?

I know: it’s not very glamorous to approach the agent of your dreams in the parking lot below the conference center, but the market-savvy writer takes advantage of chance meetings to pitch, where politeness doesn’t preclude it. (Remember, it’s considered extremely gauche to pitch in the bathroom line, but pretty much any other line is fair game.) You’re not going to want to shout your keynote at her the instant you spot an agent, of course, but a keynote is a great third sentence after, “I enjoyed your talk earlier. Do you have a moment for me to run my book concept by you?”

If you have a keynote prepared, you honestly are going to take up only a few seconds of her time. Brevity is the soul of the keynote. Its goal is to pique your listener’s interest as quickly as possible, so s/he will ask to hear more — not to sell the book.

How do you accomplish this? By providing a MEMORABLY INTRIGUING PREMISE in a swift sentence.

Think of it as the amuse-bouche of the publishing world: just a bite, designed to intrigue the hearer into begging to hear the pitch. In your keynote, your job is to fascinate, not to explain — and certainly not to summarize.

Let me repeat part of that, because it’s crucial. All too often, aspiring writers will knock themselves out, trying to come up with a single sentence that summarizes everything good about a book, but that’s really not the point here. But the keynote is NOT a substitute for a full-blown pitch; it is a conversational appetizer to whet the appetite of the hearer so he ASKS to hear the pitch.

In that moment, you’re there to tease, not to satisfy. And did I mention that it should be memorable and brief?

There are two schools of thought on how best to construct a keynote statement. The better-known is the Hollywood Hook, a single sentence utilizing pop culture symbolism to introduce the basic premise of the book. (Not to be confused with a book’s hook, the opening paragraph that grabs the reader and sucks him into the premise.)

Logical contradiction provides the shock of a Hollywood Hook, the combination of two icons that one would not generally expect to be found together. For instance, a Hollywood Hook for:

A book that teaches children the essentials of the Electoral College system might be, “Bill Clinton teaches Kermit the Frog how to vote!”

A book on alternative medicine for seniors might be expressed as, “Deepak Chopra takes on the Golden Girls as patients!”

A novel about sexual harassment in a tap-dancing school could conceivably be pitched as “Anita Hill meets Fred Astaire!”

Didja notice how they all ended in exclamation points? There’s a certain breathlessness about the Hollywood Hook, a blithe disregard for propriety of example. There’s a reason for this: in order to be effective as an enticement to hear more, the icons cited should not go together automatically in the mind.

Otherwise, where’s the surprise? The whole point of the exercise is to intrigue the listener, to make him ask to hear more. If someone pitched a book to you as:

“A private investigator chases a murderer!”

Wouldn’t you yawn? If, on the other hand, someone told you her book was:

“Mickey Mouse goes on a killing spree!”

Wouldn’t you ask at least one follow-up question?

Again, the point here is not to produce a super-accurate description, but a memorable sound bite.

I have to say, I’m not a big fan of the Hollywood Hook method of keynoting. Yes, it can be attention-grabbing, but personally, I would rather use those few seconds talking about MY book, not pop culture.

And that’s not just about ego, really. Not every storyline is compressible into iconic shorthand, whatever those screenwriting teachers who go around telling everyone who will listen that the only good plotline is a heroic journey.

Use the Force, Luke!

The other school of thought on constructing a keynote statement — and my preferred method — is the rhetorical teaser. The rhetorical teaser presents a thought-provoking question (ideally, posed in the second person, to engage the listener in the premise) that the book will presumably answer.

For example, a friend of mine was prepping to pitch a narrative cookbook aimed at celiacs, people who cannot digest gluten. Now, there are a whole lot of celiacs out there, but she could not automatically assume that any agent or editor to whom she pitched the book would either be unable to eat wheat or know someone who couldn’t. (Remember that great rule of thumb from last week: you can’t assume that an agent or editor has ANY knowledge about your topic.)

So she employed a rhetorical tease to grab interest: “What would you do if you suddenly found out you could NEVER eat pizza again?”

Rhetorical teasers are more versatile than Hollywood Hooks, as they can convey a broader array of moods. They can range from the ultra-serious (“What if you were two weeks away from finishing your master’s degree — and your university said it would throw you out if you wouldn’t testify against your best friend?”) to the super-frivolous (“Have you ever looked into your closet before a big date and wanted to shred everything in there because nothing matched your great new shoes?”).

Remember, you don’t want to summarize here — you want to intrigue. Keep it brief, and make it memorable.

How does one pull off both simultaneously, you ask? Tips on same follow tomorrow. In the meantime, keep up the good work!

Posted on - No Comments on The Building Blocks of the Pitch, Part V: Hitting the Keynote

The Building Blocks of the Pitch, Part V: Hitting the Keynote

Hello, readers –

Welcome back to my ongoing series on building a persuasive pitch. Shout hallelujah, citizens, for today, we are finally ready to tackle reducing your book to a single quip of bon mot-iness that would make Oscar Wilde blush furiously with envy. (Did you know that when he gave public readings, he NEVER read the published versions of his own work? Ditto with Mark Twain. They always added extra laugh lines, so that even audience members very familiar with their writing would be surprised and delighted. Interesting, no?

Today, I am going to talk about coming up with your book’s KEYNOTE, also known colloquially as a BOOK CONCEPT. What is it, you ask? The keynote is the initial, wow-me-now concept statement that introduces your book to someone with the attention span of an unusually preoccupied three-year-old.

Before you pooh-pooh the idea of WANTING to discuss your marvelously complex book with someone whose attention span precludes sitting through even an average-length TV commercial, let me remind you: sometimes, you have only a minute or so to make a pitch. After a very popular class, for instance, or meeting your dream agent coming out of the bathroom (hey, this is a glamorous business). Since any reasonably polite hello will take up at least half of that time, wouldn’t you like to be ready to take advantage of the remaining 30 seconds?

Seriously, there are several reasons that you might want to come up with a keynote statement for your book (other than that I told you to, of course). A keynote will allow you to be able to sound out someone in a hallway about interest in your book, to give an agent or editor an instant, read-made hook to sell your work, and to be able to sound like a professional writer on a moment’s notice. None of these are abilities at which you should be sneezing, smarty-pants.

Let me pause for a moment and focus on the last benefit on the list. One of the biggest differences between a professional writer and one who is new to the biz is how she answers the ubiquitous question, “So, what do you write?” Almost invariably, those unused to the question will betray their inexperience by shilly-shallying, giving evasive answers. A professional, on the other hand, will promptly tell the questioner in a couple of brief sentences the book category in which she writes, along with a quick quip or two about her most recent project. Not a long-winded speech, or boasts about her own writing talent, just a snippet about the book itself, to see if her auditor is interested before moving into more detail.

Agents and editors really, really like to see unpublished writers exhibit the latter behavior. They are acutely, even exaggeratedly, aware of how busy they are. (To quote those immortal social philosophers, the Bee Gees, all we can do is “try to understand/New York time’s effect on man.”) In their native habitat, these are people who fly into a fury if the woman in front of them in the deli line hesitates for fifteen seconds between pastrami or roast beef on her sandwich; just because they are our guests in the more laid-back PNW for a few days doesn’t mean that they shed that Manhattanite resentment of people who waste entire nanoseconds of their precious time.

Some writers don’t like to be perceived as tooting their own horns, which is understandable. But to someone trying to get a quick impression of whether a writer’s work might be worth sampling, demurrals do not come across as charming self-deprecation, but as an annoying disregard of the industry’s unspoken limit to how long a writer gets to take up an agent or editor’s time. No matter what anyone tells you, if you are over the age of 10, it’s just not cute.

Let me give you a non-writing example to demonstrate how irritating such waffling can be. I went to Harvard as an undergraduate, something I do not tell people lightly, as they either take an instantaneous dislike to me, assuming that I must be a snob, or glom onto me, assuming that I have the private ears of kings and presidents alike, having gone to college with them. (The old university joke illustrates the third unappetizing possibility: How does a pretty woman get men to leave her alone in a bar? She starts a rumor that she went to Harvard.) For these reasons, many of us who do not habitually go around wearing our institutional affiliations on our chests in the form of sweatshirts choose not to share our educational backgrounds in social settings.

So when you ask many of my classmates where they went to school, they will respond evasively, “In the Boston area.” Now, to any Harvardian, that automatically declares that the speaker went to Harvard; people who went to MIT or Tufts tend to say so. But to anyone who doesn’t know the code, it sounds like an invitation to further questions, doesn’t it? So all too often, the subsequent conversation degenerates into a cutesy guessing game, with the Harvardian giving more and more evasive answers until the questioner loses all patience and shouts, “What — did you go to Harvard or something?”

This is precisely what it sounds like to people in the publishing industry when you equivocate about what you write. They don’t like guessing games, as a rule.

Okay, out comes my fairy godmother wand again: the next time you hear yourself start to equivocate about what you write, I decree that you will start hearing STAYING ALIVE playing in the back of your head on a continuous loop. Surely, any sane person will be willing to go to any length to avoid that dreadful fate…so don’t say you haven’t been warned.

Okay, back to the keynote itself. What is its goal? To pique your listener’s interest as quickly as possible, so s/he will ask to hear more. How do you accomplish this? By providing a MEMORABLY INTRIGUING PREMISE in a BRIEF sentence or two.

And did I mention that it should be memorable and brief?

There are two schools of thought on how best to construct a keynote statement. The better-known is the Hollywood Hook, a single sentence utilizing pop culture symbolism to introduce the basic premise of the book. Logical contradiction provides the shock of a Hollywood Hook, the combination of two icons that one would not generally expect to be found together. For instance, a Hollywood Hook for a book that teaches children the essentials of the electoral college system might be: “Bill Clinton teaches Kermit the Frog how to vote!” A book on alternative medicine for seniors might be expressed as “Deepak Chopra takes on the Golden Girls as patients!” A novel about sexual harassment in a tap-dancing school could conceivably be pitched as “Anita Hill meets Fred Astaire!”

Didja notice how they all ended in exclamation points? There’s a certain breathlessness about the Hollywood Hook, a blithe disregard for propriety of example. There’s a reason for this: in order to be effective as an enticement to hear more, the icons cited should not go together logically.

Otherwise, where’s the surprise? The whole point of the exercise is to intrigue the listener, to make him ask to hear more. If someone pitched a book to you as “A private investigator chases a murderer!” wouldn’t you yawn? On the other hand, if someone told you her book was “Mickey Mouse goes on a killing spree!” wouldn’t you ask at least one follow-up question?

I have to say, I’m not a big fan of the Hollywood Hook method of keynoting. Yes, it can be attention-grabbing, but personally, I would rather use those few seconds talking about MY book, not pop culture. Not every storyline is compressible into iconic shorthand, whatever those screenwriting teachers who go around telling everyone who will listen that the only good plotline is a heroic journey. (Use the Force, Luke!)

I once asked a screenplay agent who favored pitch compression how he would pitch THE REMAINS OF THE DAY, a book light on plot but strong on character development. What would one say? A butler butles quietly? Hardly a grabber. Without missing a beat, the agent answered, “I would just pitch it as, ‘based on the bestselling book.’”

I love this answer, because it illustrates the point of the keynote so beautifully: the message itself is less important than the fact that you get your hearer’s eyebrows to shoot up.

Which brings me to the other school of thought on constructing a keynote statement — and my preferred method — the rhetorical teaser. The rhetorical teaser presents a thought-provoking question (ideally, posed in the second person, to engage the listener in the premise) that the book will answer.

For example, a friend of mine was prepping to pitch a narrative cookbook aimed at celiacs, people who cannot digest gluten. Now, there are a whole lot of celiacs out there, but she could not automatically assume that any agent or editor to whom she pitched the book would either be unable to eat wheat or know someone who couldn’t. (Remember that great rule of thumb from yesterday: you can’t assume that an agent or editor has ANY knowledge about your topic.) So she employed a rhetorical tease to grab interest: “What would you do if you suddenly found out you could NEVER eat pizza again?”

Rhetorical teasers are more versatile than Hollywood Hooks, as they can convey a broader array of moods. They can range from the ultra-serious (“What if you were two weeks away from finishing your master’s degree — and your university said it would throw you out if you wouldn’t testify against your best friend?”) to the super-frivolous (“Have you ever looked into your closet before a big date and wanted to shred everything in there because nothing matched your great new shoes?”).

The main point is to make it — say it with me now — MEMORABLE. Don’t be afraid to use strong imagery (as in, “The earth is about to be covered thirty feet deep in lichen in three days. What would you do?”) If you can provoke a laugh or a gasp, all the better. Remember, though, even if you pull off the best one-liner since Socrates was wowing ‘em at the Athenian agora, if your quip doesn’t make your BOOK memorable, rather than you being remembered as a funny or thought-provoking person, the keynote has not succeeded.

Whatever you do, please do not confuse good delivery with book memorability. I once went to a poetry reading at conference that shall remain nameless because it got flooded out last year. A fairly well-known poet, who may or may not come from a former Soviet bloc country closely associated in the public mind with vampire activity, stalked in and read, to everyone’s surprise, a prose piece. I don’t remember what it was about, except that part of the premise was that he and his girlfriend exchanged genitals for the weekend (and then, as I recall, didn’t do anything interesting with them). Now, this guy is a wonderful public reader. To make his (rather tame) sexual tale appear more salacious, every time he used an Anglo-Saxon word relating to a body part or physical act, he would lift his eyes from the page and stare hard at the nearest woman under 40. (I’ll spare you the list of words aimed at me, lest our webmaster wash my keyboard out with soap.) By the end of his piece, everyone was distinctly uncomfortable — and remembered his performance.

Notice what happened here — he made his PERFORMANCE memorable by good delivery, rather than his writing. Sure, I remember who he is, but did his flashy showmanship make me rush out and buy his books of poetry? No. Did it make me avoid him at future conferences like the proverbial plague? Yes.

This is a problem shared by a LOT of pitches, and even more Hollywood Hooks: they’re all about delivery, rather than promoting the book in question. Please don’t make this mistake; unlike other sales situations, it’s pretty difficult to sell a book concept on charm alone. Even if you’re the next Oscar Wilde, Mark Twain, or strange Eastern European sex fiend/poet.

Tomorrow, I shall discuss how to USE your newly-constructed keynote to wow all and sundry at a writers’ conference. In the meantime, keep up the good work!

– Anne Mini

P.S.: For those of you who have not yet signed up for pitching meetings at the conference, please check out my archived blogs of April 26 – May 17 for the agents and May 18 – 26 for the editors. There, you will find information on who is representing and buying what these days, to help you make your appointment rankings wisely.